Jennie x MINISO Pop-Up Stores Draw Massive Crowds in China

The collaboration between K-pop star Jennie and lifestyle retailer MINISO is proving to be a significant draw for fans across China, with pop-up stores in Guangzhou and Shanghai experiencing massive turnout despite inclement weather. The launch is centered around MINISO’s new “Jennie Ruby” collection, released on March 18, featuring approximately 70 items.

Guangzhou Pop-Up Sees Long Lines Despite Rain

On March 21, the MINISO x Jennie pop-up store opened on Beijing Road in Guangzhou, attracting large crowds who began queuing hours in advance. Reports indicate that some fans waited for 5–6 hours to enter the store, even as it rained [_jennieupdate]. This followed a similarly successful launch in Shanghai, with the MINISO Land store opening on March 20 [Facebook].

The “Jennie Ruby” Collection

The “Jennie Ruby” collection includes accessories, plush toys, bags, stationery, and lifestyle goods. The designs are inspired by Jennie’s solo album, Ruby, and feature her signature red-and-black aesthetic, blending collectible items with everyday usability [Facebook].

Expansion to Multiple Cities

Guangzhou and Shanghai are two of three key offline locations for the MINISO x Jennie collaboration, with a third store planned for Beijing. The themed stores will be open from March 21 to April 21 [Facebook]. The combination of limited stock, strong fandom, and the in-person experience has created a high-demand event, resulting in long queues.

Fan Dedication

Social media posts highlight the dedication of fans, with many willing to stand in the rain for hours to obtain products from the collection [Instagram] and [_jennieupdate]. The enthusiasm demonstrates Jennie’s significant influence and impact on consumer trends.